Maaza has rolled out a campaign titled 'aam wali dildari, bina naam wali dildari' (true generosity comes with anonymity) which features actors Amitabh Bachchan, Pooja Hegde and Nagarjuna.
The campaign has been conceptualised by Ogilvy and features two films - one for South India featuring Nagarjuna and Hegde and the other which will be running nationally featuring Bachchan and Hegde. Through the films, the campaign aims to spread the message of anonymous acts of kindness to spread joy and happiness.
Ajay Konale, director - marketing, nutrition category, Coca-Cola India and Southwest Asia, said, “Maaza is a heritage Indian brand - since 1976 and has been India’s most loved mango drink for decades. The brand has become synonymous with the unparalleled taste of real mangoes and has witnessed phenomenal growth. Through our latest campaign ‘Aam Wali Dildaari, Bina Naam Wali Dildaari’, we aim to spread the message of true happiness and joy through selfless generosity that seeks no reward or recognition. We are also humbled to have Mr. Bachchan, Ms. Pooja Hegde and Mr. Nagarjuna onboard with us to bring alive this philosophy of selfless generosity.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “This campaign brings out the beauty of anonymous generosity. The idea came from the insight on how even though culturally we are a land of generous people; we also love talking about it. But true generosity and happiness come through selfless giving which is far sweeter. And that's what we should inculcate in our lives too. What better than having our brand ambassadors like Mr. Bachchan and Mr. Nagarjuna along with Ms. Pooja Hegde to spread this message.”